The Power of Collaboration Between PR and Sales
The Connection Between Public Relations and Sales
PR Week, a leading publication in the public relations industry, recently featured an article on why salespeople are increasingly “sold on PR.” The article highlighted the benefits of PR and sales teams working together. When both teams collaborate, the outcomes can significantly impact new business prospects and customers. Ultimately, this partnership leads to improved bottom-line results.
Why PR and Sales Work Well Together
At first glance, pairing PR and sales might not seem like a natural fit. However, it makes sense when considering their complementary skills. Salespeople are experts in their products and services and have a deep understanding of customer needs. On the other hand, public relations professionals specialize in communication across various media and can create events that enhance sales opportunities and boost a company’s reputation.
Case Study: SPSA Shred’s Successful PR Strategy
Felicia Blow, director of public relations and marketing for the Southeastern Public Service Authority (SPSA), included public relations as a key component of the marketing plan for their new document destruction service, SPSA Shred. Blow recognized that PR is more believable and provides greater resources for raising awareness compared to traditional advertising methods.
Blow explained, “Public relations helps consumers evaluate the service and make an informed decision. When they are presented with the facts and make an educated choice, they tend to be more loyal and valuable as customers.”
A Collaborative Effort for Maximum Impact
SPSA Shred engaged the help of a public relations firm to handle their campaign. The PR team worked closely with the sales staff to leverage emerging issues like identity theft and changes to HIPAA laws, which required companies to monitor private consumer information more closely. These topics were timely and provided an opportunity to position SPSA Shred as a credible and competitive service provider.
A key strategy developed from this collaboration was an informational seminar titled “Identity Theft, Industrial Espionage, Forgery, and HIPAA: Managing Confidential Business and Personal Documents.” The event featured expert speakers, including Virginia State Police, attorneys, government representatives, and private industry specialists. The seminar focused on the importance of secure document destruction and offered practical solutions to related issues.
Focused Efforts to Ensure Success
Special care was taken in crafting the invitation list. The team personally contacted potential attendees to gauge their interest and identify specific concerns. Decision-makers in document handling and destruction were specifically invited, ensuring that the right people attended the seminar. While this effort was time-consuming, it played a crucial role in the event’s success, as approximately one thousand invitations were sent out.
At the event, SPSA Shred was prominently featured as the seminar sponsor, with their branding and materials visible to all attendees. The seminar proved to be highly successful, with attendees showing strong interest in the topic and becoming valuable prospects for the service.
Results: Increased Awareness and Market Credibility
Felicia Blow highlighted the impact of this strategy, stating, “Our awareness went through the roof. We got business, leads, and a foot in the door where we couldn’t before. We were catapulted into the document destruction arena and became experts. Suddenly, we were viable contenders in a new field.”
Blow emphasized that linking PR and sales was instrumental to their success. “We could not have achieved the same results with the same budget by advertising,” she said. “Our awareness was sustained, and people remembered us.”
The Role of Reputation in Sales Success
Reputation, credibility, and awareness are critical drivers of sales. While lower prices can always be offered, a better value proposition will consistently win in the end. Public relations strategies help create long-term value, which salespeople instinctively understand and appreciate.
Both sales and public relations professionals specialize in communicating an organization’s value message. When they collaborate effectively, it forms a simple yet powerful marketing strategy that can lead to significant business success.